{"id":10865,"date":"2026-03-30T01:47:34","date_gmt":"2026-03-30T01:47:34","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/viewable-time\/"},"modified":"2026-03-30T01:47:34","modified_gmt":"2026-03-30T01:47:34","slug":"viewable-time","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/viewable-time\/","title":{"rendered":"Viewable Time: What It Is, Key Features, Benefits, Use Cases, and How It Fits in Programmatic Advertising"},"content":{"rendered":"\n

Viewable Time is a measurement concept that answers a deceptively simple question in Paid Marketing<\/strong>: for how long was an ad actually in view for a real person?<\/em> In Programmatic Advertising<\/strong>, where buying and selling happens impression by impression, this idea helps separate \u201cserved\u201d from \u201cseen\u201d and shifts optimization toward attention and quality.<\/p>\n\n\n\n

As ad ecosystems become more automated and fragmented across devices, placements, and formats, relying only on impressions, clicks, or even viewability rate can miss an important layer of performance. Viewable Time<\/strong> adds that layer by quantifying exposure duration\u2014supporting smarter bidding, better creative decisions, and more credible reporting in modern Paid Marketing<\/strong> strategy.<\/p>\n\n\n\n

What Is Viewable Time?<\/h2>\n\n\n\n

Viewable Time<\/strong> is the amount of time an ad remains viewable<\/em> on a user\u2019s screen, typically measured in seconds or milliseconds, under defined standards for what counts as \u201cviewable.\u201d Instead of treating every impression equally, it evaluates whether the ad had a meaningful opportunity to be noticed.<\/p>\n\n\n\n

The core concept is straightforward: an ad that is viewable for two seconds has a different quality than an ad that is viewable for ten seconds, even if both were technically \u201cviewable\u201d at least once. That difference matters because time-in-view correlates with real outcomes like message recall, brand lift, and downstream conversions\u2014especially for upper-funnel campaigns.<\/p>\n\n\n\n

From a business perspective, Viewable Time<\/strong> helps teams:\n– Understand the quality<\/em> of media delivery, not just the quantity\n– Compare inventory sources beyond surface-level metrics\n– Align reporting with how humans actually consume content<\/p>\n\n\n\n

In Paid Marketing<\/strong>, it\u2019s most commonly used to evaluate display, video, and rich media placements. Within Programmatic Advertising<\/strong>, it supports decisions about bidding, supply-path selection, brand safety controls, frequency strategies, and creative format choices.<\/p>\n\n\n\n

Why Viewable Time Matters in Paid Marketing<\/h2>\n\n\n\n

In many campaigns, the biggest hidden cost is paying for impressions that technically delivered but had minimal chance to influence a person. Viewable Time<\/strong> matters because it focuses on opportunity to see<\/em>, not just opportunity to serve.<\/p>\n\n\n\n

Strategically, it helps with:<\/p>\n\n\n\n

    \n
  • Smarter budget allocation:<\/strong> If two publishers deliver similar CPMs and viewability, but one consistently provides longer Viewable Time<\/strong>, that inventory may be higher quality for brand outcomes.<\/li>\n
  • Better outcome alignment:<\/strong> Clicks are sparse for many display and video campaigns. Viewable Time<\/strong> provides a more continuous signal for optimization when the KPI is awareness, consideration, or reach efficiency.<\/li>\n
  • Competitive advantage in Programmatic Advertising:<\/strong> Teams that optimize for attention-quality signals can reduce wasted spend, improve brand impact, and negotiate better deals with evidence.<\/li>\n
  • Creative effectiveness:<\/strong> Creative that is designed for a 6\u201315 second exposure performs differently than creative that must communicate within 1\u20132 seconds. Measuring Viewable Time<\/strong> informs those creative decisions.<\/li>\n<\/ul>\n\n\n\n

    For modern Paid Marketing<\/strong>, where measurement is under pressure from privacy changes and signal loss, exposure-based metrics like Viewable Time<\/strong> can be a valuable complementary indicator\u2014when used responsibly.<\/p>\n\n\n\n

    How Viewable Time Works<\/h2>\n\n\n\n

    Viewable Time<\/strong> is measured through a combination of ad rendering events and viewability detection. While implementations vary, the practical workflow looks like this:<\/p>\n\n\n\n

      \n
    1. \n

      Trigger: Ad is rendered in a page or app<\/strong>\n – The ad tag or SDK loads and the creative is displayed (or begins attempting to display).<\/p>\n<\/li>\n

    2. \n

      Detection: Viewability conditions are evaluated over time<\/strong>\n – Measurement logic tracks whether the ad meets defined thresholds (for example, a portion of pixels in view) and continues tracking as the user scrolls, switches tabs, or the content changes.<\/p>\n<\/li>\n

    3. \n

      Accumulation: Time is counted while conditions remain \u201cviewable\u201d<\/strong>\n – The system increments time only when the ad remains in view according to the chosen rule set. If the ad goes out of view, counting pauses.<\/p>\n<\/li>\n

    4. \n

      Outcome: Viewable Time is recorded and used<\/strong>\n – The measured duration is logged for reporting and can be used for optimization in Programmatic Advertising<\/strong> (inventory selection, bidding adjustments, creative rotation, and quality filtering).<\/p>\n<\/li>\n<\/ol>\n\n\n\n

      In practice, Viewable Time<\/strong> becomes most useful when it is aggregated and analyzed by placement, domain\/app, device type, creative size, and audience segment\u2014so you can identify where attention is actually happening.<\/p>\n\n\n\n

      Key Components of Viewable Time<\/h2>\n\n\n\n

      A strong Viewable Time<\/strong> approach in Paid Marketing<\/strong> usually includes the following components:<\/p>\n\n\n\n

      Measurement standards and definitions<\/h3>\n\n\n\n

      You need a consistent definition of \u201cviewable\u201d to interpret time correctly. Even small differences in thresholds can materially change reported Viewable Time<\/strong>.<\/p>\n\n\n\n

      Instrumentation and tracking<\/h3>\n\n\n\n

      This includes:\n– Ad tags or SDK-based measurement\n– Event logging for viewability state changes\n– Handling for in-app environments, web environments, and different browsers<\/p>\n\n\n\n

      Data pipeline and reporting<\/h3>\n\n\n\n

      Viewable Time<\/strong> is only actionable when it\u2019s accessible:\n– By placement and creative\n– By exchange or supply source\n– By campaign, line item, and audience\n– Over time, with trend analysis<\/p>\n\n\n\n

      Optimization and governance<\/h3>\n\n\n\n

      Teams need clear ownership:\n– Media buyers decide targeting, inventory, and bidding strategies\n– Analysts validate data integrity and segment insights\n– Ad ops ensures tracking and measurement alignment\n– Brand\/creative teams use insights to adapt messaging to real exposure windows<\/p>\n\n\n\n

      In Programmatic Advertising<\/strong>, it\u2019s also important to connect Viewable Time<\/strong> with brand safety, fraud controls, and supply-path decisions to ensure quality improvements are real, not cosmetic.<\/p>\n\n\n\n

      Types of Viewable Time<\/h2>\n\n\n\n

      There aren\u2019t universally \u201cofficial\u201d types of Viewable Time<\/strong>, but there are practical distinctions that matter in real-world Paid Marketing<\/strong> operations:<\/p>\n\n\n\n

      Continuous vs cumulative viewable time<\/h3>\n\n\n\n
        \n
      • Continuous Viewable Time:<\/strong> the longest uninterrupted period the ad stayed viewable.<\/li>\n
      • Cumulative Viewable Time:<\/strong> the total time the ad was viewable across multiple in-view periods (for example, user scrolls away and back).<\/li>\n<\/ul>\n\n\n\n

        Web vs in-app viewable time<\/h3>\n\n\n\n

        Measurement behaviors differ by environment. In-app tracking relies more on SDK signals, while web measurement often depends on browser capabilities and page-level behavior.<\/p>\n\n\n\n

        Display vs video viewable time<\/h3>\n\n\n\n
          \n
        • For display<\/strong>, viewable time reflects exposure duration of a static or animated creative unit.<\/li>\n
        • For video<\/strong>, viewable time can be tied to playback and whether the video is in view while playing (and potentially whether it\u2019s audible, depending on measurement setup).<\/li>\n<\/ul>\n\n\n\n

          Placement-level vs impression-level analysis<\/h3>\n\n\n\n
            \n
          • Impression-level<\/strong> data is granular but heavy.<\/li>\n
          • Placement-level<\/strong> reporting is more scalable for decision-making, especially in Programmatic Advertising<\/strong> where you may manage thousands of placements.<\/li>\n<\/ul>\n\n\n\n

            Real-World Examples of Viewable Time<\/h2>\n\n\n\n

            Example 1: Brand awareness display campaign (open exchange)<\/h3>\n\n\n\n

            A consumer brand runs a reach-focused Paid Marketing<\/strong> campaign using Programmatic Advertising<\/strong> across news and lifestyle sites. Viewability rate looks acceptable across sources, but Viewable Time<\/strong> reveals that some placements only hold ads in view for ~1 second on average due to rapid scrolling and layout position. The team shifts budget to placements with longer exposure, improving brand lift study results without increasing spend.<\/p>\n\n\n\n

            Example 2: Retail prospecting with dynamic creative<\/h3>\n\n\n\n

            A retailer uses dynamic display creative for prospecting. They find that certain mobile placements produce short Viewable Time<\/strong>, causing product carousels to underperform. By switching to a simpler first-frame message and limiting complex animations to placements with longer Viewable Time<\/strong>, they improve engagement and reduce wasted impressions.<\/p>\n\n\n\n

            Example 3: Video campaign quality audit across supply paths<\/h3>\n\n\n\n

            A B2B SaaS company runs video in Programmatic Advertising<\/strong> and sees decent completion rates, but inconsistent pipeline impact. By segmenting on Viewable Time<\/strong>, they discover that some inventory produces \u201cplayed\u201d video that\u2019s barely in view. They tighten quality filters and prioritize supply with higher Viewable Time<\/strong>, stabilizing performance and improving confidence in reporting for Paid Marketing<\/strong> stakeholders.<\/p>\n\n\n\n

            Benefits of Using Viewable Time<\/h2>\n\n\n\n

            When implemented thoughtfully, Viewable Time<\/strong> can deliver tangible advantages:<\/p>\n\n\n\n

              \n
            • Performance improvements:<\/strong> Longer Viewable Time<\/strong> often aligns with better message delivery, stronger recall, and improved assisted conversions.<\/li>\n
            • Cost savings:<\/strong> Filtering out low-attention placements reduces spend on impressions unlikely to influence users.<\/li>\n
            • Higher operational efficiency:<\/strong> It provides a clearer signal for optimization than raw impressions when click volume is low.<\/li>\n
            • Better audience experience:<\/strong> Prioritizing placements that naturally earn attention can reduce over-frequency and improve perceived relevance.<\/li>\n
            • Stronger media quality conversations:<\/strong> In Programmatic Advertising<\/strong>, Viewable Time<\/strong> supports more objective discussions with supply partners and helps validate inventory decisions.<\/li>\n<\/ul>\n\n\n\n

              Challenges of Viewable Time<\/h2>\n\n\n\n

              Despite its value, Viewable Time<\/strong> comes with real limitations:<\/p>\n\n\n\n

                \n
              • Measurement variability:<\/strong> Differences in definitions, environments (web vs app), and tracking methods can make comparisons tricky.<\/li>\n
              • Incomplete coverage:<\/strong> Not all environments or placements provide equally reliable viewability\/time measurement.<\/li>\n
              • Optimization trade-offs:<\/strong> Chasing longer Viewable Time<\/strong> can accidentally push spend toward fewer sites or higher CPM inventory, which may hurt reach goals.<\/li>\n
              • Attention is not intent:<\/strong> An ad can be viewable for a long time but still not resonate. Viewable Time<\/strong> is a quality indicator, not a guarantee of effectiveness.<\/li>\n
              • Fraud and manipulation risk:<\/strong> Some low-quality environments can artificially inflate time-in-view metrics. In Paid Marketing<\/strong>, Viewable Time<\/strong> should be used alongside fraud detection and quality controls.<\/li>\n<\/ul>\n\n\n\n

                Best Practices for Viewable Time<\/h2>\n\n\n\n

                Use these practices to make Viewable Time<\/strong> actionable and credible:<\/p>\n\n\n\n

                  \n
                1. \n

                  Define success by objective<\/strong>\n – For awareness: target higher Viewable Time<\/strong> thresholds or inventory with consistently longer exposure.\n – For performance: use Viewable Time<\/strong> as a diagnostic and quality filter, not the sole KPI.<\/p>\n<\/li>\n

                2. \n

                  Benchmark before you optimize<\/strong>\n – Establish baseline Viewable Time<\/strong> by device, format, and publisher category so improvements are measurable.<\/p>\n<\/li>\n

                3. \n

                  Segment your analysis<\/strong>\n – Break down by placement, creative size, and format. Many issues are placement-specific rather than site-wide.<\/p>\n<\/li>\n

                4. \n

                  Pair with complementary quality metrics<\/strong>\n – Combine Viewable Time<\/strong> with viewability rate, fraud indicators, brand safety signals, and engagement outcomes.<\/p>\n<\/li>\n

                5. \n

                  Align creative to exposure reality<\/strong>\n – If median Viewable Time<\/strong> is short, prioritize clear first-frame messaging, strong branding, and quick value propositions.<\/p>\n<\/li>\n

                6. \n

                  Use guardrails in Programmatic Advertising<\/strong>\n – Apply thresholds, allowlists\/blocklists, and supply-path controls so time-based optimization doesn\u2019t drift into risky inventory.<\/p>\n<\/li>\n

                7. \n

                  Monitor trends, not just snapshots<\/strong>\n – Track Viewable Time<\/strong> over time; changes can signal layout updates, traffic shifts, or measurement issues.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

                  Tools Used for Viewable Time<\/h2>\n\n\n\n

                  You don\u2019t \u201cbuy\u201d Viewable Time<\/strong> as a tool; you measure and operationalize it using a stack common in Paid Marketing<\/strong> and Programmatic Advertising<\/strong>:<\/p>\n\n\n\n

                    \n
                  • Ad platforms and programmatic buying tools:<\/strong> Used to activate campaigns and apply viewability\/time-based optimization rules where available.<\/li>\n
                  • Ad verification and measurement systems:<\/strong> Provide independent measurement of viewability conditions and time-in-view signals.<\/li>\n
                  • Analytics tools:<\/strong> Help correlate Viewable Time<\/strong> with on-site behavior, assisted conversions, and cohort outcomes.<\/li>\n
                  • Tag management and instrumentation:<\/strong> Ensures measurement tags fire correctly and consistently across properties.<\/li>\n
                  • Data warehouses and BI dashboards:<\/strong> Aggregate Viewable Time<\/strong> with cost, placement metadata, and outcomes for scalable reporting.<\/li>\n
                  • Attribution and incrementality frameworks:<\/strong> Put Viewable Time<\/strong> in context, showing whether longer exposure is actually driving incremental value.<\/li>\n<\/ul>\n\n\n\n

                    Metrics Related to Viewable Time<\/h2>\n\n\n\n

                    To use Viewable Time<\/strong> effectively, track it alongside related metrics:<\/p>\n\n\n\n

                      \n
                    • Average Viewable Time:<\/strong> Mean duration across measured impressions; useful but can be skewed by outliers.<\/li>\n
                    • Median Viewable Time:<\/strong> Often a better representation of \u201ctypical\u201d exposure.<\/li>\n
                    • Viewable time distribution:<\/strong> Percent of impressions above thresholds (e.g., >2s, >5s, >10s) to understand quality at scale.<\/li>\n
                    • Viewability rate:<\/strong> Percentage of impressions that became viewable at all; necessary context for interpreting time.<\/li>\n
                    • CPMV (cost per viewable impression):<\/strong> A cost lens that reduces reliance on raw CPM.<\/li>\n
                    • Cost per second of viewable time (attention-adjusted cost):<\/strong> Helps compare inventory based on exposure duration rather than impressions.<\/li>\n
                    • Engagement proxies:<\/strong> Hover time, interaction rate, click-through rate (when relevant), and post-view site engagement.<\/li>\n
                    • Outcome metrics:<\/strong> Brand lift results, conversion rate, assisted conversions, and incremental lift\u2014used to validate whether Viewable Time<\/strong> improvements translate into business impact.<\/li>\n<\/ul>\n\n\n\n

                      Future Trends of Viewable Time<\/h2>\n\n\n\n

                      Several shifts are pushing Viewable Time<\/strong> forward within Paid Marketing<\/strong>:<\/p>\n\n\n\n

                        \n
                      • Attention-based buying and optimization:<\/strong> More teams are experimenting with attention proxies (including Viewable Time<\/strong>) to complement impressions and clicks, especially in Programmatic Advertising<\/strong>.<\/li>\n
                      • AI-driven placement decisions:<\/strong> Machine learning can use time-in-view signals as inputs for bid shading, inventory scoring, and creative selection\u2014provided measurement is stable and governance is strong.<\/li>\n
                      • Privacy-driven measurement changes:<\/strong> With less user-level tracking, exposure-quality metrics like Viewable Time<\/strong> may gain importance as aggregated signals.<\/li>\n
                      • Format evolution:<\/strong> High-impact formats, commerce media units, and interactive creatives increase the need to understand how long ads are actually in view.<\/li>\n
                      • Standardization pressure:<\/strong> As adoption grows, there will be continued demand for clearer definitions, auditability, and cross-environment consistency.<\/li>\n<\/ul>\n\n\n\n

                        Viewable Time vs Related Terms<\/h2>\n\n\n\n

                        Viewable Time vs Viewability<\/h3>\n\n\n\n

                        Viewability<\/strong> is typically binary (viewable or not) based on thresholds. Viewable Time<\/strong> adds duration\u2014how long the ad stayed viewable. Two placements can have the same viewability rate but very different Viewable Time<\/strong>, leading to different real-world impact.<\/p>\n\n\n\n

                        Viewable Time vs Dwell Time<\/h3>\n\n\n\n

                        Dwell time<\/strong> usually refers to how long a user spends on a page or with content, not necessarily the ad\u2019s on-screen exposure. Viewable Time<\/strong> is ad-specific and can be short even when page dwell time is long (or vice versa, depending on layout and scrolling).<\/p>\n\n\n\n

                        Viewable Time vs Video Completion Rate<\/h3>\n\n\n\n

                        Video completion rate<\/strong> measures how often a video reaches 100% playback. A video can complete while being minimally viewable (for example, playing off-screen in some scenarios) depending on implementation. Viewable Time<\/strong> helps validate whether playback coincided with real on-screen exposure\u2014important in Programmatic Advertising<\/strong> video quality audits.<\/p>\n\n\n\n

                        Who Should Learn Viewable Time<\/h2>\n\n\n\n

                        Viewable Time<\/strong> is useful across roles because it connects media delivery quality to outcomes:<\/p>\n\n\n\n

                          \n
                        • Marketers:<\/strong> Make better trade-offs between reach, cost, and attention in Paid Marketing<\/strong>.<\/li>\n
                        • Analysts:<\/strong> Diagnose performance variance by placement and inventory source, and build more credible reporting.<\/li>\n
                        • Agencies:<\/strong> Differentiate by improving quality controls and explaining results beyond CPM and CTR in Programmatic Advertising<\/strong>.<\/li>\n
                        • Business owners and founders:<\/strong> Understand why some spend \u201cdoesn\u2019t work\u201d even when dashboards look fine, and push for higher-quality media.<\/li>\n
                        • Developers and ad ops teams:<\/strong> Ensure tracking is implemented correctly and measurement is consistent across web\/app environments.<\/li>\n<\/ul>\n\n\n\n

                          Summary of Viewable Time<\/h2>\n\n\n\n

                          Viewable Time<\/strong> measures how long an ad is actually viewable on a user\u2019s screen, adding critical context beyond impressions and basic viewability. It matters in Paid Marketing<\/strong> because it helps reduce wasted spend, improves creative and placement decisions, and supports stronger media quality standards. In Programmatic Advertising<\/strong>, it\u2019s especially valuable for auditing inventory, optimizing supply paths, and aligning automated buying with real human exposure.<\/p>\n\n\n\n

                          Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                          1) What is Viewable Time and how is it different from an impression?<\/h3>\n\n\n\n

                          An impression counts when an ad is served. Viewable Time<\/strong> measures how long the ad was actually in view, indicating a more meaningful opportunity for a user to see the message.<\/p>\n\n\n\n

                          2) Is Viewable Time a KPI or a diagnostic metric?<\/h3>\n\n\n\n

                          It can be both. In awareness-focused Paid Marketing<\/strong>, Viewable Time<\/strong> can act as a primary quality KPI. In performance campaigns, it\u2019s often best used as a diagnostic and filtering metric alongside conversions and CPA\/ROAS.<\/p>\n\n\n\n

                          3) How does Viewable Time help in Programmatic Advertising optimization?<\/h3>\n\n\n\n

                          In Programmatic Advertising<\/strong>, Viewable Time<\/strong> can highlight which placements and supply sources deliver longer on-screen exposure. Teams can then adjust bids, prioritize higher-quality inventory, and reduce spend on low-attention placements.<\/p>\n\n\n\n

                          4) What is a \u201cgood\u201d Viewable Time benchmark?<\/h3>\n\n\n\n

                          There is no universal number. Benchmarks vary by device, format, and placement. The most reliable approach is to establish your baseline by channel and then optimize toward higher-quality segments that also support your business outcomes.<\/p>\n\n\n\n

                          5) Can Viewable Time be manipulated or misleading?<\/h3>\n\n\n\n

                          Yes. Some environments can inflate time-in-view signals. Use Viewable Time<\/strong> with fraud detection, brand safety controls, and placement-level reviews to ensure improvements reflect genuine quality.<\/p>\n\n\n\n

                          6) Should I optimize creative based on Viewable Time?<\/h3>\n\n\n\n

                          Yes, when you have consistent data. If typical Viewable Time<\/strong> is short, prioritize clear branding and fast messaging. If longer, you can test richer storytelling, sequential messaging, or more detailed value propositions.<\/p>\n\n\n\n

                          7) Does Viewable Time replace viewability rate?<\/h3>\n\n\n\n

                          No. Viewability rate tells you whether ads became viewable at all; Viewable Time<\/strong> tells you how long they stayed viewable. Used together, they provide a stronger picture of delivery quality in Paid Marketing<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

                          Viewable Time is a measurement concept that answers a deceptively simple question in **Paid Marketing**: *for how long was an ad actually in view for a real person?* In **Programmatic Advertising**, where buying and selling happens impression by impression, this idea helps separate \u201cserved\u201d from \u201cseen\u201d and shifts optimization toward attention and quality.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1911],"tags":[],"class_list":["post-10865","post","type-post","status-publish","format-standard","hentry","category-programmatic-advertising"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/10865","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=10865"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/10865\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=10865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=10865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=10865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}